Brand: Etsy
Channel: YouTube
Video and Creative Strategy/Video Production

Business Problem: Reactivate Etsy’s YouTube presence with no additional video production budget, and tap into creative solutions to home decor and DIY using Etsy items.

Strategy Overview: Reviewing YouTube search terms and past video performance on Etsy’s YouTube channel, I tapped into testing DIY and How-To content as a way to bring relevance and engagement back to Etsy’s stagnant YouTube presence. With no additional budget to hire videographers and production crew, we tapped into creators who were already contracted with Etsy to produce longer form content using items readily available in Etsy’s item closet and a handful of new product ordered from Etsy sellers.

How-To: Decorate a Holiday Mantel

Campaign KPIs:

  • Video Views
  • Total Engagement
  • Watch Time

Results: Since launch, the videos have received over 20K organic views on YouTube and over 1.5M on Instagram (with short cutdowns). These videos also exceeded average watch times on YouTube by 20%

Additional Videos

How-To: Organize Your Refrigerator
How-To: Create a Vintage Themed Tablescape
How-To: Update Your Bathroom with Items from Etsy